基于ANP和Fuzzy方法的B2C平台顾客网购满意度综合评价研究

发布时间：2018-01-01 21:30

本文关键词：基于ANP和Fuzzy方法的B2C平台顾客网购满意度综合评价研究　出处：《安徽理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子商务已然成为国民经济的中坚力量,作为现代服务业其发展不断刺激消费需求、增加就业岗位、促进产业升级、维护经济与社会稳定。我国网购消费者各群体比重、性别和年龄等方面差距逐年缩小。有网购需求的用户人数也在增加。用户需求也从寻求价格便宜到侧重品牌质量与感知服务。然而,数以万计的商家管理与监督给各大平台造成困扰,寻求高额交易额和利润的同时必然造成商品质量与服务的疏忽。出售假冒伪劣商品、虚假促销、虚假描述、售后责任推诿等状况层出不穷。不愉快的购物经历造成大量消费者对购物平台的不满和不信任,从而将平台列入黑名单不再消费与关注。进一步提高顾客满意度对商家、平台与消费者权益保护都有益处。回顾国内外的相关研究可发现,现有研究集中于关于线上线下顾客满意度对比、顾客满意度及其动态属性、顾客满意度与购买意向或重复购买意向间关系还有网购顾客满意度测评与影响因素等方面。但当前电子商务网站顾客满意度评价研究还不购健全,几乎很少有评估购物平台顾客满意度的文献。我国目前尚未建立系统的能够定量分析网购平台顾客满意度的评价指标体系。依据顾客满意度理论、网购消费者行为理论、客户关系管理理论,整合国内外网购顾客满意度影响因素,博采众长,经过小组研究人员反复推敲、电子商务专家首肯,初步设想影响因素与指标体系,据此以问卷形式调研消费者眼中影响网购平台顾客满意度要素,最终确定评价指标体系并分析指标间关联性。评价维度包括安全性、可靠性、便利性、关怀性与美誉度5个方面。利用Super Decisions软件分析指标间关联性,构建网购平台顾客满意度ANP模型。使用网络层次分析法计算各指标优势度判断矩阵,得出加强超级矩阵,研究指标对网购平台顾客满意度影响情况并确定权重。调研网购消费者对5大B2C平台顾客满意度的19个指标的评价数据,借助现代综合评价软件进行模糊综合评价,得出其满意度评价得分与排名。联合我国B2C行业发展近况、电子商务政策与发展方向,提出B2C平台顾客满意度改进建议。涉及B2C平台、进驻商家、物流公司以及政府部门之间的配合,是一个长远发展过程。
[Abstract]:Electronic commerce has become the backbone of the national economy, as the development of modern service industry to stimulate consumer demand, increase employment opportunities, promote industrial upgrading, maintaining economic and social stability. The proportion of consumers in China online shopping groups, gender and age, year by year. The number of narrowing the gap between the user online shopping needs are also increasing. User from the demand for cheap to focus on brand quality and perceived service. However, the business management and supervision of tens of thousands of confusing for various platforms, seeking high turnover and profit at the same time will inevitably lead to product quality and service. The neglect of selling counterfeit and shoddy goods, false promotion, false description, customer service and other conditions emerge in an endless stream buck not a pleasant shopping experience of consumers shopping platform caused a lot of dissatisfaction and distrust, which will be included in the blacklist no longer platform consumption and attention. To further improve customer satisfaction on the business platform, and to protect the interests of consumers are beneficial. Reviews related research can be found, the existing research focused on the comparison of customer satisfaction on the line, customer satisfaction and dynamic attributes, customer satisfaction and purchase intention or repeat purchase intention and the relationship between evaluation and influence factors of customer satisfaction in online shopping. But the study on the evaluation of the customer satisfaction is not the purchase of electronic commerce website sound, there is little evaluation shopping platform customer satisfaction literature. China has not established a system to quantitative analysis of online shopping platform customer satisfaction evaluation index system. Based on the theory of customer satisfaction, online shopping consumer behavior theory, the theory of customer relationship management factors, learn widely from others'strong points. Effect of the integration of domestic and foreign online shopping customer satisfaction, after researchers repeatedly push knock, electric E-commerce expert approval, preliminary design factors and index system, according to the questionnaire survey in the eyes of consumers online shopping platform influence customer satisfaction factors, ultimately determine the evaluation index system and index analysis. The correlation between evaluation dimensions including safety, reliability, convenience, 5 aspects of care and analysis of the correlation between indicators of reputation. The use of Super Decisions software, build online shopping platform ANP customer satisfaction model. Using analytic network method to calculate the index of dominance matrix, it is found that the strengthening of the super matrix, indicators of online shopping platform affect customer satisfaction and to determine the weight of evaluation data. 19 indexes of 5 online shopping consumer research platform of B2C customer satisfaction, for fuzzy comprehensive evaluation with the help of modern comprehensive evaluation software, the evaluation of satisfaction scores and rankings. Combined with the status quo of B2C industry in china, E-commerce policy and development direction, put forward B2C platform customer satisfaction improvement proposal. Involving B2C platform, stationed in business, logistics companies and government departments to cooperate is a long-term development process.

【学位授予单位】：安徽理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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